Telecom ID-powered network for publisher growth

“The average price of ad impressions without user-tracking data is 60% lower than with user-tracking data.”

— Laub, Miller & Skiera, The Economic Value of User-Tracking Data for Publishers

By enriching non-identifiable traffic with deterministic telecom signals, myGaru transforms undervalued impressions into premium, addressable inventory, unlocking materially higher revenue for publishers.

“Google’s own tests estimated that turning off third-party cookies could decrease publisher ad revenue by 50–60%.”

— Google

myGaru ID recognises users across all cookie-blocked browsers, including Safari, Firefox and the built-in in-app browsers in WhatsApp, Facebook, Instagram and TikTok, ensuring stable addressability without third-party cookies.

Email-login systems are expensive to implement and incentivise, and they often lead to audience drop-off and large volumes of fake or throwaway email addresses, according to Digiday industry analysis.

With no login steps and no email collection required, myGaru ID gives publishers broad, high-quality coverage with no implementation or ongoing costs, while its one-click activation ensures seamless adoption with no technical friction.

“According to the survey findings, iOS visitors on average generate an eCPM that is 70% less when compared to publishers’ addressable inventory.”

— study conducted by Digiseg and AdExchanger

As myGaru ID functions without referencing iOS or Android device identifiers, it remains unaffected by ongoing OS-level privacy changes, giving publishers a reliable way to reach mobile audiences at scale.

“Apple and Google are reconfiguring the ad-tech landscape … their privacy-first changes are reducing the quantity and reliability of user-level signals that many probabilistic ID providers depend on.”

— IAPP study

As a telecom-anchored, ecosystem-agnostic identifier, myGaru does not depend on volatile browser or OS signals, ensuring consistent identification regardless of Big Tech restrictions.

“IP addresses cannot accurately be used to identify and serve ads to the consumer or household as the primary method to target and measure.”

— CIMM & Go Addressable

Through fixed-line operator integrations, myGaru delivers a deterministic household ID that is not IP-based and is mapped to mobile IDs, enabling accurate targeting, cross-device activation and higher revenue for publishers.

“On average, remarketing ads tend to show CPMs roughly 20% higher than standard conversion campaigns because advertisers compete for a smaller but more valuable audience segment.”

— Confect (e-commerce remarketing performance study)

myGaru CDP enables e-commerce brands to run deterministic retargeting without cookies or email logins, helping them to recover transient audiences and address abandoned shopping carts. This, in turn, creates a strong source of demand for publishers with myGaru ID activated.

“For smaller publishers, collection of data can be costly and tedious – each publisher has to recruit its own data science teams, build the data infrastructure.”

— Innovation Media Consulting

myGaru delivers a no-licence CDP and telecom-grade Clean Room that replaces costly in-house data stacks, giving publishers instant data insight generation and monetisation without data-science investment.

“The industry continues to face an ‘ID bottleneck’: publisher first-party data rarely reaches its full potential because identifiable audiences remain a small minority.”

— The Media Leader (UK)

myGaru equips publishers with telecom-grade user recognition, enabling data collection independent of email logins or cookies; every interaction is automatically anchored to a scalable myGaru ID, ready for use across the platform.

“The biggest problem is one of convincing measurement… Publishers, by contrast, often struggle to consistently prove that their solutions deliver the outcomes brands need… The inevitable result is that advertising budgets flow frictionlessly into the hands of the big guys.”

— New Digital Age (UK)

myGaru provides a level of performance measurement beyond Big Tech’s capabilities, linking telecom-verified ad exposures with both real-time online user behaviour and offline retail sales in a fully transparent, customisable environment.

“Publisher first-party data does not often meet the scale requirements to be bought programmatically; even aggregated offers fall short of demand.”

— The Media Leader

myGaru’s Clean Room enables GDPR-compliant interoperability across publisher, telecom and retail datasets, creating collective data synergy while keeping publishers in full control.

“The use of Google Analytics on EU websites was found to be incompatible with GDPR, as the transfer of personal data to the United States fails to meet required protections.”

— Matomo

Using myGaru’s analytics layer allows publishers to gain deep audience insights without cross-border data-transfer risks, while accessing telecom-powered intelligence that outperforms all legacy solutions in depth and accuracy.

“Data is the backbone of successful reader revenue models. Publishers with advanced data capabilities outperform peers in subscription acquisition and churn reduction.”

— World Association of News Publishers

By enhancing audience understanding with telecom-derived behavioural patterns such as purchasing power or likelihood to churn, publishers can time and tailor paywall prompts with unprecedented accuracy, strengthening conversion and retention.

“Publishers continue to diversify revenue, with e-commerce, affiliate partnerships, and events becoming increasingly important pillars of their business models.”

— Reuters Institute Digital News Report

Telecom-powered insights unlock richer segmentation for affiliate and event campaigns, giving publishers a more accurate way to position products, recommend partners, and scale upsell revenue.

“Only 29% of web traffic is available for targeted advertising via 3rd-party tracking.”

— NAB Pilot / Borrell Associates

Through myGaru-connected DSP delivery, publishers can extend their audiences across vast pools of non-identifiable traffic, transforming low-value impressions into data-enriched, high-performing inventory with powerful audience-extension capability.